Imagine being able to truly refocus your pictures after they have been taken. Imagine a day when you never have to complain that the auto focus captured the wrong part of a picture. Imagine a single image where everything is simultaneously in focus and out of focus. You probably won’t have to image for much longer.
Mountain View, California based Lytro is claiming to refocus the photography market with cutting edge light field technology. This new technology captures the entire light field upon snapping a photo allowing the photographer or viewer to manipulate the focus and other dynamics of the photo after the picture has been taken.
I’ll be interested to see how the technology progresses and what the consumer response is. The interactive samples that they have on the website are fun to play with, but I see a little bit of odd artifacting between the in focus parts of the images and the bokeh. This is something that the everyday consumer may not mind or even notice, but for professional applications it could be a problem. I’m sure this is an issue that will be worked out in subsequent generations of the technology.
I definitely see potential for this technology not only in the civilian market, but also in the military, intelligence, and police sectors. Nearly every CSI type of cop show has the squints manipulate some ridiculously out-of-focus or damaged photo into some crystal clear image. Being a design professional with nearly 8 years of professional digital image manipulation experience I used to scoff at the ability to enhance a photo that much with so little information, but now it seems possible in the not so distant future. If security and surveillance systems were outfitted with the technology they could really analyze the subject matter to it’s fullest. The technology of this camera may even go a step further from the omni-focus video cameras introduced last year.
This will be an interesting camera system to watch. I can guarantee I won’t be trading in my Nikon anytime soon, but I might pick up a Lytro lens if one comes out with a Nikon mount.
When my friend saw this package she instantly knew I would like the name …she was right. “no ‘zit’ sherlock” is a fantastically clever name that instantly relays what the product is about. The only thing I found odd about it is the green color. In the packaging bliss maintained the standard all lowercase text and fonts as their branding, but bliss spa usually brands itself with shades of blue, not green. Regardless, I think the Blissworld company did a great job with naming this product.
What’s the first thing you think of when you see this billboard? I thought – “huh, that’s weird. I wonder what they mean?” After all, definitions for a “foursome” range from the sexual to the game of golf, but I get the feeling this billboard is not some kinky reference or about leaving your golfing buddies alone and lifeless on the links. Thinking through the various definitions of a foursome and how it could relate to a hospital it finally dawned on me that it might relate to the anatomy of the heart. There are in fact four chambers and four valves within the heart – That’s it! Now I’m tired and my brain hurts; that was a lot of work to understand a witty billboard.
A lot of work it was, but I got it. More importantly, I remembered it. And I have a feeling that’s what BFW, the agency responsible for the campaign, wanted. I remembered not only the billboard, but also the location of the billboard just so I could stop and get a picture of it. It is no small feat to remember a single 14’ x 48’ billboard while on a 220 mile round trip drive filled with …billboards! So I guess that’s a testament to the marketing force behind the idea.
The agency reports on their blog that “The first day these two billboards appeared, they generated 474 hits on the hospital’s website (that’s huge in their market). And, according to our client, they’ve continued to generate more buzz for the hospital than any other billboards in recent years.” I have to admit, it drove me to their website and I live 50 miles south of this billboard. Whoever designed the hospital’s logo go it right, too. The “B” reinforces the name, the heart is self-explanatory, and the style, font and color choice reinforce the healthcare aesthetic. So, I guess, job well done on all accounts. …Now where did I leave that SA Node?